The Influence of Color on Brand Extension: Mediation Role of Processing Style

Color carries distinct psychological meanings and thus it may induce a different cognitive processing style. Adopting this conceptual framework, the current research investigated the influence of color on brand extension evaluation. For color manipulation, participants were given the picture of a brand extension product (e.g., notebook) on a blue versus red background on a sheet of paper. Then participants evaluated the brand extension product. The finding revealed that participants in the blue-background condition evaluated the extension product more favorably than those in the red-background condition. This research further demonstrated that processing style mediated the effect of color on the evaluation of the brand extension product by using a visual matching task. In addition, this research showed the moderating effect of brand slogan on brand extension evaluation. Participants in the blue-background condition evaluated the extension product (i.e., digital camera) more favorably when they were exposed to the abstract brand slogan, whereas participants in the red-background condition evaluated the extension product more favorably when they were exposed to the concrete brand slogan.     

论坛客观性与网络口碑接收者的态度

研究了论坛客观性如何影响看帖者对帖子所推荐产品的态度, 及其影响的内在机制和边界条件。结果表明：当论坛不客观时, 看帖者对产品的态度较差, 当论坛比较客观时, 看帖者对产品的态度较好;说服知识在此过程中起中介作用;品牌强度、看帖者过去对品牌的满意度、跟帖者与楼主的熟悉程度会调节论坛客观性对看帖者态度的影响, 当品牌强度相对较弱、看帖者过去对品牌相对不满意、跟帖者与楼主不熟悉或跟帖者与楼主的意见不完全一致时, 论坛客观性显著影响看帖者的态度。     

不同认知成分在图形推理测验项目难度预测中的作用

理解项目难度变异的来源是实现计算机自动化项目生成的第一步。通过文献综述, 总结出影响图形推理测验项目难度的四个方面的因素, 再通过操控构图元素熟悉性、属性的抽象性、知觉组织的和谐性以及规则类型与数目这些因素, 编制8套图形推理测验, 共包含112个与高级瑞文推理类似的项目。采用铆测验等值设计, 在每套测验中嵌入10个高级瑞文推理测验项目为铆题, 通过网络施测于6323名被试。使用BILOG MG估算项目参数, 并使用IRTEQ进行测验等值, 将后七套测验上所有项目的项目参数都转换到第一套测验的单位系统上。以项目难度为因变量, 项目题干特征变量为预测变量进行回归分析, 结果发现这四个因素均对项目难度有显著预测作用。优势分析的结果显示记忆负荷(即规则类型与数目的组合)是项目难度的最重要的预测变量, 其他依次为属性的抽象性、知觉组织的和谐性和构图元素熟悉性。     

A Brief Pause between a Tagline and Brand Increases Brand Name Recognition and Preference

This paper explores the outcome of the visual encoding of brands in meaningful sentences (i.e. in taglines) on brand name recognition and preference. In this paper, it is shown that, above and beyond the role of conceptual priming during encoding at increasing recognition memory, there is a role of creating a temporal delay, or pause, between meaningful cues in the sentence and a key word (Experiment 1) or brand (Experiments 2a and 3) on memory. The pause is also associated with increased preference towards brands (Experiment 2b). These findings demonstrate a new way to enhance recognition of brand names that is not due to a pure generation effect but rather by increasing attention, which increases processing fluency of the target. Copyright © 2011 John Wiley & Sons, Ltd.     

品牌熟悉对广告过程中品牌态度改变的影响

文章通过分析广告前后被试者品牌态度的变化,研究了在不同的广告态度和信息相关度条件下被试者品牌熟悉程度对品牌态度变化的影响。结果显示品牌熟悉程度对品牌态度变化的调节作用并非单向的,而是与广告态度和信息相关度交互产生作用的。当被试者不熟悉品牌且有正面的广告态度时或当被试者不熟悉品牌且信息相关度较低时广告才能产生说服效果,进而使被试者的品牌态度发生改变。     

Shaping of rule-governed behaviour

Over an experimental session of 80 trials, subjects counted brief auditory stimuli ("clicks") in stimulus presentation periods and indicated the number counted by pressing a key the corresponding number of times in subsequent response periods. "Correct" answers resulted in feedback. Unknown to the subjects, the feedback criterion was based on speed of pressing rather than on the correct number of presses. Speed of pressing was modified by response consequences when feedback was made dependent on pressing faster or slower than baseline speed. Modification of speed occurred independently of rules and without the subjects' ability to describe contingency or response requirements. The results suggest that non-verbal contingencies may have a shaping effect on non-salient and non-described attributes of rule-governed behaviour, and it is argued that this may be an important control mechanism of low-level behavioural attributes that are unlikely to be guided by verbal discriminative stimuli.     

Knowledge,probability, and credibility

This paper concerns study of the credibility of human sources of evidence and its relation to the inferential value of testimony they provide. From a certain view of 'knowledge' in epistemology comes the suggestion that credibility assessment can be construed as a cascaded inference in which attributes of human source credibility are identified. Scholarship from evidence law in jurisprudence suggests an evidential basis for credibility assessment in terms of these attributes. Applying Bayes' rule to this cascaded inference offers a way of expressing and combining credibility-related beliefs in the process of assessing the inferential value of evidence.     

THE EXISTENCE OF GOD AND THE CREATION OF THE UNIVERSE

Abstract. Kant argues that any argument for a transcendent God presupposes the logically flawed ontological argument. The teleological argument cannot satisfy the demands of reason for a complete explanation of the meaning and purpose of our universe without support from the cosmological argument. I avoid the assumption of a perfect being, and hence the ontological argument, in my version of the cosmological argument. The necessary being can be identified with the creator of the universe by adding analogical mental relations. The creation of the universe is then shown to reflect modern scientific cosmology as well as stories and metaphors in the Eastern and Western religious traditions and to resolve the problem of evil.     

反应时技术在品牌联想测查中的应用

反应时技术在以往品牌研究中主要被用来测查品牌名称与产品类别的联系强度。基于品牌名称语义网络的构成,在已有研究的启发下,将反应时测量技术应用于品牌联想结构的测查之中。研究采用了反应时方法和传统的自由联想方法对三个产品种类五个品牌的品牌联想结构进行了探索。两种结果的对比分析验证了反应时方法的可行性,并且在测量的精确性与客观性上,反应时方法具有较大的优势。该测量技术提供的客观量化数据有助于揭示消费者内在的品牌联想结构,在市场研究中具有广泛的应用前景。     

低卷入情境中品牌远延伸的成功机制

品牌延伸是近年营销学界的一个研究热点。多数实证研究表明,母品牌认知、母品牌好感、延伸类别与母品牌类别之间的拟合度以及母品牌特定联想对品牌延伸评价有重要的影响作用。然而,已有理论在解释跨类别的远距离延伸的成功机制上比较乏力。本研究采用实证方法对这一点进行了补充。考虑到初始延伸评价所处的低卷入情境,概念层级较高的品牌相关变量在品牌远延伸评价中有重要的影响作用,本研究对三个品牌相关变量：品牌类别固着度、品牌抽象性与功能性特点、品牌声誉的主效应采用三个控制实验进行了测查。实验结果表明,较小的类别固着度,较高的品牌抽象性特点,以及较高的品牌声誉是品牌远延伸获得成功的机制保证。